Pacific Business Daily

Market segmentation, when segmenting a market do I use all the bases ie. geographic, behavioural or just one?

I have to segment a market in order to target it. Should I use ALL the segmentaion criteria such as geographic AND behavioural etc for the segmentation or do I just use one, ie geographical OR behavioural. Please help I am so confused! Thanks in advance.

Public Comments

1. depends on why u r segmenting it for, ( i knw for targetting, but why?) are you trying to sell something, then who does it appeal to, where do they stay, what kind of product it is blah di blah di blah...detail the product..i cud help you
2. You need to segment the market in any way suitbale to get to a number of target audience that make sense... Behavioural within Demography within Geography will work if you want a very tight target market. Just taking one segmentation criteria will also work, but will give you a mass target market
3. segments should be structured based on the factors known to influence purchasing patterns (based on data analysis). if the product demonstrates measurable performance differences or potential across geographies, then that should be a criteria in creating the segments-if not, it should not-same with demographic and psychographic factors,